Evolving Luxury (5cr)

Intro

Have you ever wondered what makes something luxurious? From the ancient Egyptians to the present day, the concept of luxury has changed. But one thing remains the same. As fashion designer Carolina Herrera says, “Luxury will always be around, no matter what happens in the world”. This course will take you on a journey through the history of luxury to the contemporary understandings. You’ll explore the different factors that have shaped our understanding of luxury and learn why it’s so hard to define. By the end of the course, you’ll have a deep understanding of what luxury is. This knowledge is essential for anyone who wants to work in the luxury industry.

Learning objectives

After successful completion of the course, the student is able to:
1. explain the evolution of the luxury phenomenon
2. elaborate on the current perception of luxury in the contemporary world
3. distinguish different forms of luxury
4. contrast the complexity of perspectives with the definition of luxury in different contexts

Contents

1. History of luxury from ancient societies to contemporary understanding
2. Different forms of luxury, traditional, new, and unconventional
3. Fuzziness of the luxury concept
4. Luxury as a relative, subjective, and contextual concept
5. Evaluating luxury antecedents with brands, products, and services

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

No pre-requirements.

The course is linked with following courses: 1. Luxury consumers and consumption behavior (5 ECTS); 2. Leading Experiential Luxury Business and Marketing (5 ECTS).

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student is aware of the evolution of luxury phenomenon and factors that affect and define luxury. The student can elaborate on current perception of luxury in the contemporary world and its definition to a limited degree. The student has basic understanding of the complexity of perspectives with the definition of luxury in different contexts. The student needs help in choosing an appropriate theoretical knowledge/model in assessing the emerge of luxury with brands, products, and services. The student is able to name some megatrends and scenarios affecting to the future evolution of luxury.

Assessment criteria - grade 3

The student understands the evolution of luxury phenomenon and factors that affect and define luxury. The student can elaborate on current perception of luxury in the contemporary world and its definition rather well. The student has rather good understanding of the complexity of perspectives with the definition of luxury in different contexts. The student can choose an appropriate theoretical knowledge/model in assessing the emerge of luxury with brands, products, and services. The student is able to name megatrends affecting to the future evolution of luxury.

Assessment criteria - grade 5

The student is able to analyse the evolution of luxury phenomenon and factors that affect and define luxury. The student can elaborate on current perception of luxury in the contemporary world and its definition very well. The student has an excellent understanding of the complexity of perspectives with the definition of luxury in different contexts. The student applies theoretical knowledge/model in assessing luxury with brands, products, and services. The student is able to name megatrends and scenarios affecting to the future evolution of luxury.